A Method of Evaluating Trust and Reputation for Online Transaction

Authors

  • Sunhong Kim School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756
  • Wookju Ha School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756
  • Jiwan Seo School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756
  • Sangyoung Han School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756
  • Mucheol Kim A Group of Industry-University Cooperation, Sungkyul University, 53, Sungkyuldaehak-ro, Manan-gu, Anyang

Keywords:

Social network, trust, reputation, online transaction, e-commerce, fuzzy logic

Abstract

The widespread use of the Internet and evaluater-based technologies has transformed the way business is conducted. Traditional offline businesses have increasingly become online, and there are new kinds of businesses that solely exist online. Unlike offline business environments, interpersonal trust is generally lacking in online business settings. Trading partners might feel insecure about the exchange of products and services over the net as they have limited information about each other's reliability or about the product quality. Considering that enough trust needs to be created to get the online buyer and seller to take actions, trust is a precious asset in online transactions. In order to address the issue of evaluating trust and reputation in online transaction environments, this paper makes use of a social network that graphically represents interpersonal relationships. This paper proposes computational models that systematically evaluate the quantitative level of trust and reputation based on the social network. A method that combines the evaluated trust and reputation levels is also proposed to increase the reliability of online transactions.

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Author Biographies

Sunhong Kim, School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756

Sunghong Kim is a senior researcher of Newport Media Inc. Korea. He received B.S., M.S., degrees from the school of Computer Sicence and Engineering at Chung-Ang University, in 2008, 2010. His research interests include Web Technologies, Web Services, Social Network and Information Retrieval.

Wookju Ha, School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756

Wookju Ha is a M.Sc. candidate of computerscience and engineering at the Chung-Ang University in Korea. His research interests includeTrust and Reputation Model, Knowledge Ecosystem.

Jiwan Seo, School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756

Jiwan Seo received M.S. degrees in Computer science and engineering from ChungAng University, in 2012. Presently, He has pursued the Ph.D. program from ChungAng University. His research interests include Information retrieval, Social network, recommendation systems and Big-data analytics. He take part in home network research under the HNRC (Home Network Research Center)-ITRC (Information Technology Research Center) supervised by the NIPA (National IT Industry Promotion Agency) (NIPA-2009-C1090-0902-0035) and also join in social network research supervised by National Research.

Sangyoung Han, School of Computer Science and Engineering, Chung-Ang University, Seoul 156-756

Sangyoung Han is a professor of the school of computer science and engineering, ChungAng University, School, Korea. He received Bachelor of Engineering in College of Engineering from Seoul National University in 1975, and the Ph.D. degree in 1984. From 1984 to 1995, he worked at Poughkeepsie Lab. And Watson Research Center in IBM, USA. His research interests include Web Technologies Web Services, Semantic Web, Information Retrieval and Multimedia.

Mucheol Kim, A Group of Industry-University Cooperation, Sungkyul University, 53, Sungkyuldaehak-ro, Manan-gu, Anyang

Mucheol Kim is a senior researcher of NTIS Center, Korea Institute of Science and Technology Information (KISTI), Korea. He received the B.S., M.S., Ph.D. degrees from the school of Computer Science and Engineering at Chung-Ang University, in 2005, 2007, 2012, respectly. His research interests include Information Retrieval, Social Networks, and Sensor Networks.

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Published

2015-02-10

How to Cite

Kim, S., Ha, W., Seo, J., Han, S., & Kim, M. (2015). A Method of Evaluating Trust and Reputation for Online Transaction. COMPUTING AND INFORMATICS, 33(5), 1095–1115. Retrieved from https://www.cai.sk/ojs/index.php/cai/article/view/1210